How We Helped a Plumbing Company Increase Emergency Leads by 423% in 4 Months

The Problem

A regional plumbing company was running Google Ads with a focus on general plumbing services, but emergency calls — the highest-margin, highest-urgency segment — were coming in at a fraction of what the business could handle. The bigger problem: 74% of their traffic came from mobile, but their landing page had never been optimized for mobile users. A visitor searching 'emergency plumber near me' on their phone at 11pm was landing on a page that loaded slowly, required scrolling to find a phone number, and had no lead capture beyond a contact form.

The Strategy

The strategy was mobile-first. We rebuilt the emergency plumbing campaign structure to prioritize call extensions and mobile bid adjustments, created a dedicated emergency landing page with a click-to-call button visible above the fold on mobile, and activated Smart Lead Capture specifically tuned for high-urgency messaging. Every element of the campaign was designed around the reality of how emergency plumbing customers actually search and convert.

What We Did

1. Created a dedicated emergency plumbing campaign with 24/7 scheduling and aggressive mobile bid adjustments (+65%)
2. Built a mobile-first emergency landing page — click-to-call button above fold, 3-second load time, single conversion goal
3. Activated Smart Lead Capture with emergency-specific messaging: '24/7 Emergency Service — We'll Call You Back in 10 Minutes'
4. Added call-only ads for mobile traffic — removed the landing page from the conversion path entirely for the highest-urgency searches
5. Set up after-hours bid rules to increase bids during peak emergency windows (evenings, weekends, holidays)

The Results

Here's what changed over the 4 months engagement: